2. Utility of the marketing plan

It would only be necessary to analyze the strategies of the 50 first companies of our country, to include/understand that the marketing plan is one of the main assets in the obtaining of the results. But in addition, it contributes to the company that operates, under an optics of marketing, a present vision and of future that will serve to mark to its directives with the minimum error and the principles to him guarantees. Next we indicated the main utilities:

At any moment we operated with the view put on a map in which the present situation is reflected to us.
He is useful for the control of the management.
It ties to the different incorporated work parties from the attainment of the objectives.
It allows to efficiently obtain and to administer the resources for the accomplishment of the plan.
It stimulates the reflection and the best use of the resources.
It informs to us correctly into our positioning and the competition.
The future it stops being a question of great dimensions and burdens risk.
The results and activities based on the noticeable objectives can be controlled and be evaluated.
It facilitates the progressive advance towards the attainment of the objectives.

Graph 1. Main attributes of a marketing plan

It is a written document.
It details all the specific variables of marketing.
It is directed to the attainment of the objectives.
Usually they are realized short term: a year.
It must be simple and easy to understand.
It must be realistic practitioner and as far as the goals and forms to obtain them.
It must be flexible, very easily of adaptation to the changes.
The strategies must be coherent.
The economic budget must be real.